Uber, the app-based limo service, has launched in Newcastle upon Tyne, and is offering new customers £15 off their first ride with a special promotional code.

Using the GPS location technology found in smartphones, Uber matches passengers and drivers to get a car where and when a rider needs one as quickly as possible. And, by constantly monitoring user patterns, Uber aims to be ahead of the game by guiding cars towards the areas of highest demand before they’re even called.

Uber is a cashless system which charges rides to registered credit cards, and also offers the option to split fares between riders.